Go-To-Market Strategy for Biba

Category: Appreal
Target Demography: Women
USP: Ethnic wear

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Go-To-Market (GTM) Strategy for Biba – D2C Ethnic Wear Brand

#### Overview
Biba is a D2C brand offering trendy ethnic wear for women, competing in a high-growth but crowded market. This GTM strategy focuses on differentiation, community-driven engagement, and omnichannel growth.

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### **Core Channels & Tactics**
**1. Primary Acquisition Channels:**
– **Instagram/Facebook:** Carousel ads showcasing outfits (e.g., “10 Ways to Style a Biba Suit”), retargeting via lookalike audiences.
– **Google Ads:** Intent-based keywords (e.g., “latest ethnic kurta designs online”).
– **Website SEO:** Blog content around “ethnic wear trends 2024” to capture organic traffic.

**2. Retention & Loyalty:**
– **SMS/WhatsApp:** Post-purchase styling tips + loyalty discounts.
– **Email:** Abandoned cart sequences with a free alteration incentive.

**3. Marketplaces:**
– List bestsellers on Nykaa Fashion/Myntra to leverage their trust and traffic.

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### **30-Day Launch Plan**
**Pre-Launch (Days 1–10):**
– Seed 50 outfits to nano/micro-influencers (5K–50K followers) for unboxing reels.
– Tease launch via a “Coming Soon” landing page with email sign-up discounts.

**Launch (Days 11–20):**
– Go live with a **24-hour flash sale** (e.g., “Buy 1, Get 1 Free* Earrings”).
– Host an Instagram Live session with a celebrity stylist discussing ethnic trends.

**Post-Launch (Days 21–30):**
– Share UGC from influencers + customers (contest: tag #BibaVibe for a feature).
– Retarget warm audiences with dynamic product ads.

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### **Influencer Strategy**
– **Tiered Approach:**
– **Macro (1–3):** Bollywood/TV faces wearing Biba at public events (e.g., Masaba Gupta).
– **Micro (50+):** Mid-sized fashion influencers creating “How I styled my Biba saree” videos.
– **Nano (100+):** College fashion社团 reps posting daily wear looks.
– **Compensation:**
– Gifting for nano/micro; paid collaborations for macro (focus on ROI via affiliate links).

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### **Viral Marketing Idea**
**Campaign:** **#BibaHeritageHunt**
– **Concept:** Users upload photos of their grandmothers in traditional wear; Biba “recreates” the look with modern designs for 5 winners.
– **Execution:**
– Partner with a viral meme page (e.g., Indian Fashion Police) to kickstart entries.
– Offer winners a free outfit + feature in Biba’s campaign.
– **Why It Works:** Taps into nostalgia, shareability, and showcases product versatility.

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#### **KPI Targets for 90 Days**
– **Customer Acquisition Cost (CAC):** < ₹800
– **Conversion Rate:** 3.5%+ (website)
– **ROAS (Paid Ads):** 4x
– **UGC Generated:** 500+ posts

**Differentiator:** Blend of heritage storytelling (viral campaign) + hyper-local influencer outreach to build authenticity.}

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